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L'EFFET DU NOM D'UNE BOUTIQUE ARTISANALE SUR LES REACTIONS DU CONSOMMATEUR A L'EGARD DE L'ARTISAN : LE ROLE DE LA PERSONNIFICATION ET DES EFFORTS MARKETING PERÇUS

Abstract : Our research highlights the impact of the name of an artisanal shop (personified and/or 'marketed') on consumer beliefs and reactions. An experimental study was conducted on 120 consumers. The design of this study was a 2 (presence of the artisan name vs absence) X 2 ('marketed 'name vs not 'marketed' name) between-subjects design and tests the impact of these four conditions on consumers' reactions. Results show the positive impact of the personified name on beliefs, affective and behavioral reactions, a negative impact of a marketed name on artisan's authenticity and attachment. Moreover, this study highlights the central role of the Stereotype Content Model dimensions, warmth and competence (Fiske et al., 2002) in the relationship between the personification of an artisanal shop name and the consumers beliefs and reactions.
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https://halshs.archives-ouvertes.fr/halshs-02952957
Contributor : Jonathan Dézécot <>
Submitted on : Friday, October 2, 2020 - 4:27:00 PM
Last modification on : Tuesday, October 20, 2020 - 11:22:52 AM

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Jonathan Dezecot, Nathalie Fleck. L'EFFET DU NOM D'UNE BOUTIQUE ARTISANALE SUR LES REACTIONS DU CONSOMMATEUR A L'EGARD DE L'ARTISAN : LE ROLE DE LA PERSONNIFICATION ET DES EFFORTS MARKETING PERÇUS. 35ème Congrès International de l'Association Française du Marketing, May 2019, Le Havre, France. ⟨halshs-02952957⟩

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